Understanding your call tracking data helps you decide where to invest your marketing budget, and helps you judge the quality of the calls you're receiving, not just the quantity.

This article covers how to read and interpret the reporting for any Trackable Phone Number, regardless of which channel it's used for. This article does not cover creating a Trackable Phone Number — see Trackable Phone Numbers for that — or channel-specific setup, covered in the email, website, and Google Ads tracking articles.

Where to Find Your Trackable Phone Number Results

Click Trackable Phone Number in the left-hand navigation, then click the campaign name for the number you want to review. This opens a detail page showing your call metrics along with a Received Calls list of every call made to that number.

If you have AI Lead Insights enabled, calls to your Trackable Phone Numbers may also generate lead insight cards on your Marketing Center dashboard, giving you a summary and score for the conversation in addition to the metrics on this page. See Maximize Your Marketing ROI with AI Lead Insights for details on how this feature works, where to find it, and whether it's available for your business type.

Key Metrics in Your Trackable Phone Number Reporting

The detail page for each Trackable Phone Number shows four metrics: Calls (the total number of calls received), Unique Calls (calls from distinct phone numbers), Avg. Calls Weekly (average call volume per week), and Avg. Call Duration (average length of calls received).

Call volume alone tells you how many people are calling, but call duration adds context about quality. Longer calls often indicate a more engaged caller having a real conversation, while very short calls may indicate wrong numbers, voicemails, or calls that didn't go anywhere.

How to Tell If a Campaign Is Working

A campaign using a Trackable Phone Number is often performing well when call volume increases steadily over time, average call duration stays consistent with what you'd expect from a real sales conversation, and, if AI Lead Insights is enabled, calls are scoring well and reflecting genuine customer interest rather than spam or wrong-fit inquiries.

A single week of data isn't enough to judge a campaign. Review these metrics over several weeks to spot real trends rather than normal week-to-week fluctuation.

How to Act on This Data

Use your Trackable Phone Number data to increase budget on campaigns generating strong call volume and healthy call durations, and to pause or reduce spend on campaigns generating few calls or very short ones. If you have AI Lead Insights enabled, use the lead score and summary on each call to quickly identify your highest-value leads and prioritize follow-up, and use low scores or unproductive call summaries to flag campaigns that may be attracting the wrong audience.

FAQ

What is AI Lead Insights, and do I have it?
AI Lead Insights is a separate Thryv feature that analyzes calls to provide a summary, a 1–5 lead score, and suggested action items. It's enabled by default for most accounts but is off by default for medical, legal, financial, and government businesses, and isn't available for accounts with the Thryv Secure HIPAA add-on. See Maximize Your Marketing ROI with AI Lead Insights to check your eligibility and enable it.

Can I see whether a call was missed or answered?
Not directly in your Trackable Phone Number reporting, which shows call volume and duration but not missed-versus-answered status. If the number is used with Google Ads, Google's own call reporting can show this detail. See Google's help article on call reporting for more.

How often does my call data update?
Call data syncs every 24 hours. If you don't see a recent call reflected yet, check back the next day.

Is there a limit to how many Trackable Phone Numbers I can create?
Yes. You can have up to 5 Trackable Phone Numbers at a time. See Trackable Phone Numbers for details on managing your numbers.